At its simplest, a destination is a place where people want to be. Whether a shop, a street, a city, a country or even a continent, a destination is more than just bricks and mortar – it creates a strong emotional connection.
The Communication Group plc’s report, 'The Power of Destinations', has redefined what makes a successful destination. It draws upon in-depth quantitative research with investment decision makers in major multi-national companies around the world and quantitative data from a specialist panel of over 200 business leaders, as well as the latest thinking from experts in destinations.
In today’s economy, places around the world are competing for their share of wealth in the form of tourism, inward investment and public funding. But 'The Power of Destinations' reveals a growing standardisation in the way places are marketing themselves, causing investor confusion and apathy.
Using insight into how investors make location decisions, the report identifies the growing role of brand, image and identity and provides unique thinking into how destination marketers can harness these intangible assets for future success.
'The Power of Destinations' has inspired a debate in the media about the future of destinations, including the Financial Times, the Wall Street Journal Europe, BBC, ITV and European Business. This unique piece of proprietary research has changed the way communication is perceived, positioning it at the heart of future success for locations around the world.